The document presents a webinar about the evolution of a planned giving program, detailing its definition, types, key components, and necessary policies and procedures. It emphasizes the significance of planned giving for both donors and charities, highlighting the importance of efficient marketing strategies and volunteer involvement. Recommendations for timelines and structural considerations are also discussed to ensure successful implementation and sustainability of planned giving programs.

1. The
Evolution of
a Planned
Giving
Program

2. DeWayne Osborn
from Lawton Partners
TODAY’S PRESENTER

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5. 4

6. The Evolution of a Planned Giving Program
DeWayne Osborn CGA, CFP
Lawton Partners Financial Planning Services Limited
Presented to Canadahelps.org
May 2014

7. Overview:
 What is planned giving
 Types of programs
 Key components of any program
 Policies and procedures to consider
 Structural considerations
 Timelines to consider
The Evolution of a Planned Giving
Program

8. What is planned giving?
 A gift of such significance that it
requires careful consideration by
donor, family, and financial advisors.
 Significance is defined by the donor
 May be known or unknown
 Can be today or deferred to a later
date, or both
 80+% are by bequest
 Often be in conjunction with other
gifts
 Method of choice for $trillions in the
next 20 years.
The Evolution of a Planned Giving
Program

9. Examples of property
 Cash
 RRSP, RRIF, TFSA
 Listed securities
 Insurance policies
 Real Estate
 Interests in trusts
 All of the above in combination!
The Evolution of a Planned Giving
Program
Simple
Oh Boy!!!!
Need Policies and Procedures to deal with the types of gifts
your organization will accept

10. The Evolution of a Planned Giving
Program
• Refer to hand out: Suggested Timelines for Planned
Giving
• Outright gifts can occur anytime
• Shows the optimal time to market certain property or
concepts
• Sweet Spot for maximum opportunities is 55 to 75
years old
Timelines for common planned gift
strategies

11. Types of Programs
 Volunteer driven
 Part-time
 Full-time
The Evolution of a Planned Giving
Program

12.  Younger organizations
 Events based organizations
 Organizations with lots of skilled
volunteers
 Local, community centered
 Very simple gifts
 Simple systems
 Great starting point!
 Little or no marketing
 Financial payback is very fast
The Evolution of a Planned Giving
Program
Volunteer driven program

13. Part-time program
The Evolution of a Planned Giving
Program
• Vast majority of programs
• Larger organizations with <10 staff
• Corner of desk operation
• ¼ - 1/2 time development staff person
• Slightly complicated gifts (listed securities)
• Volunteer advisors (Committees)
• Co-op or integrated marketing
• Minimal investment
• Payback 3-5 years
• A maturing volunteer program

14. Full time program
 Rare in Canada
 Dedicated staff
 Dedicated systems and software
 Very large organizations
 Very established organizations
 All gift complexities (turn key)
 Planned gift specific marketing
 In house advisors
 Payback >5 years
 Mature part-time program
The Evolution of a Planned Giving
Program

15. Key components of any program
The Evolution of a Planned Giving
Program
• Cause, cause, cause and more
cause!!!
• History of great work
• High awareness in the community
• Certainty of organizational stability
and survivability
• History of donations
• Existing major gifts programs
• Dedicated volunteers with vision
• Larger number of donors (>10,000)
• Modern donor software and systems
Must have
Nice to have
Exceptions can occur, you just never know!!

16. Policies and procedures to consider
The Evolution of a Planned Giving
Program
• Name a board champion/lead gift
• Determine the type of program
• Establish budget (min 3 yrs)
• Determine your planned gifts “box”
• Establish P&P for each gift (see attached)
• Deeds of gift (see attached)
• Establish a Gift Acceptance Committee (GAC)
• Name responsible person/staff
• Establish quantifiable criteria to assess
program
• Get to it!
• One way track, no turning back!!

17. Measurement/assessment considerations
The Evolution of a Planned Giving
Program
• Do not used $$ raised
• # of “Touches”
• Monitor financial inputs
• # of Opportunities identified
• # of events held/attended
• Successful volunteer
recruitment
• Meeting marketing objectives
(# of articles)
• Understand the time value of
money!!

18. Structural considerations
The Evolution of a Planned Giving
Program
• Patience is critical
• Discard fund raising preconceptions or
experience
• Internal communication (E.g. who will answer the
phone)
• Financial investment required
• Ducks in a row!
• Policy and program flexibility
• Know/find the age of your donors!
• Know donation frequency history
• Need tax/legal resources and advisors
• Systems to spot opportunities
Do not be fooled: bequests are not simple!

19. Timelines to consider
The Evolution of a Planned Giving
Program
• Fundraising metrics do not
apply
• Bequest received = 1 in 4
• Part-time program 3 to 5 years
breakeven
• Full-time >5 years = breakeven
• One donor meeting = 2-3
hours
• Planned gift donors expect
calls on time!
• Years to close gift
• Insurance = 30+ years
monitoring
• Stewardship is the hard part!

20. Questions?
The Evolution of a Planned Giving
Program

21. Thank you
Dosborn@lawtonpartners.ca
The Evolution of a Planned Giving
Program

22. MyCharityConnects.org
Educational and training opportunities
through MyCharityConnects
www.mycharityconnects.org

23. UPCOMING WEBINARS
www.mycharityconnects.org/webinars
Taking Donor Stewardship Online
by guest speaker Holly Wagg
Date: Wednesday, May 28, 2014
Time: 2:00-3:00PM Eastern Time
Instagram 101: Tell Your Story and Engage
your Donors with this Popular App
by guest speaker Alex Zanfir
Date: Wednesday, June 11, 2014
Time: 2:00-3:00PM Eastern Time

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